The online broadcast company has said it has accumulated more than 18,000 clips of copyrighted content from film studios, record labels and news organizations. Roo and Tribal Fusion will both carry links and text on their Web pages that will be paired with relevant content. Tribal Fusion’s network is reported to reach 160 million udders per month.

When a user scrolls over terms on the page, they are given the option to view videos relevant to the page and term subject. Users are given the option for pre- or post-roll, overlay, or interstitial ads. The companies are working together to present the platform to their existing clients within the next six months.

Rob Price, senior vice president, product and network, for Roo explained the partnership in the following statement, “We call it incremental content. And we think it’s exciting for publishers and advertisers, but most importantly the users—since they’ll have the opportunity to view content that’s tuned to their interests.”

Client solutions was not something the companies had collaborated on before but the according to Price the stars have aligned at the right time. “Tribal Fusion had been keen to enter the video space, so they’d done their due diligence well before we approached them. The quality of their technology and the breadth of our content made this an ideal partnership.”

This partnership could reshape the standard for video advertising and provide agencies and marketers with a better opportunity to be viewed by target audiences.

The letter of intent signed by ROO states that the online video outfit will offer $10 million for Wurld Media’s assets, paid both in cash and ROO common stock at $4.39 per share. Specifically, ROO will advance $1.5 million to Wurld Media immediately with a promissory note to support the advance. At the time of closing, ROO will pay $6.5 million in stocks or cash and an additional $2 million in ROO stock will go to Wurld Media with the achievement of milestones. The transaction is said to close in 120 days or sooner.

In a press statement, ROO CEO Robert Petty comments, “ROO’s existing customers such as News Corp., Verizon and The Street.com will have access to significant new market-derived functions along with additional opportunities for monetizing their investments in video. This provides ROO incredible competitive advantage in addition to new revenue opportunities. The acquisition of the technology and solutions from Wurld Media will enable our existing and future clients to engage their audiences at every digital touchpoint including online, mobile and IPTV in a market where enhanced distribution capability is leading the way on a global bases.”

Wurld Media was established in 1999 and specializes in P2P distribution of music, movies, games and TV shows. The company plans on continuing existing content deals with major studios and labels including 20th Century Fox, WB, Universal, Sony, Warner, EMI, Fox Music, and Activision after the acquisition closes.

The six figure deal will at launch be sponsored exclusively by Cisco Systems; Cisco branding will be seen throughout the Times Online TV pages as well as TV ads regularly between video items.

The video service, which is powered by ROO, will offer Times Online users access to business, news, and entertainment among other features from the likes of Reuters.

“Video online is a crucial part of the new multi-media world and we hope this groundbreaking service will allow our users to join with us in experimenting in this area and that they will tell us what they enjoy and want more of,” said Peter Bale, online editorial director of Times Online in a statement. “ROO offers a high-quality experience which has been customized for Times Online and will allow users with a variety of connection speeds, not just broadband, to enjoy video and TV services within the familiar environment of Times Online.”

“ROO’s video offerings, including entertainment, news, sports and fashion will significantly expand Citadel Interactive’s on-line experience for its end users.” Mike Pallad, VP of Sales for Citadel, said in a press release. He added, “This video partnership will enable our increasing base of online advertisers to include targeted video messages in their on-line marketing campaigns.”

ROO will supply Citadel’s online network with tools to target consumers by demographic and location, a critical component currently absent from the sites. Local targeting is an especially viable opportunity in destinations related to radio stations, sites which typically serve as hubs for local activities and interests.

The partnership will particularly focus on RightNowRadio.com, an internet radio initiative due to launch this summer.

“With the explosion of advertiser interest in online video, we foresee an industry-wide shortage of quality inventory, and ROO is one of the only networks with sufficient reach to meet advertisers’ demand for the rapidly growing online viewing audience,” said ROO CEO Robert Petty in a statement. “Broadband video advertising is targeted, measurable and immediate. A ROO network buy serves as a strategic and efficient extension to a traditional broadcast or cable media strategy”

The ads are 15-30 second in-stream ads, tracked by comScore Media Metrix, and adhere to IAB streaming video ad guidelines. Past advertisers include AT&T, Sony, Sprint, and Microsoft.

ROO Senior VP Greg Verdino explains to ADOTAS, “It’s an extension of our existing G6 platform. For the first time it allows companies that are using our platform for Internet television to control the content for themselves more effectively then they were able to do in the past.”

100 ROO-powered clients, such as News Interactive and Poker TV Network, use the current G6 Media Publishing Platform.